Reimagining retail: When going to the store has the feel of attending an event

This article looks at how retailers can get people to shop in store while customers continue to shift to online shopping.

Lululemon stores, which sell athletic apparel, host free yoga classes and other fitness and social events on a weekly basis. The Nike store in downtown Manhattan includes the Nike+ Basketball Trial Zone where consumers can shoot hoops and test basketball shoes. Samsung 837, located in New York City's Meatpacking District, features a "selfie booth," a Virtual Reality Tunnel, and a full kitchen display complete with digitally enabled appliances.

These are just a few examples of how brick-and-mortar stores are evolving the customer experience in a digital age. When physical locations are part of the greater retail ecosystem, they provide brands...

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